Brand Tone

Personal, Warm, and Passionate

Brand Values

• •Craftsmanship & Quality
• •Tradition & Heritage
• •Love & Dedication
• •Creativity & Well-being
• •Authenticity

Best Practices

• •Always Tell a Story: Whether it's about the origin of the wool, the inspiration for a new character, or the process behind a piece, frame your copy within a narrative. This reinforces the personal and handmade values of the brand.
• •Lead with "Love and Dedication": Continue to use your core value proposition— "hecho a mano con amor y dedicación"—consistently across all platforms. It is your strongest and most authentic message.
• •Use Warm, Personal Language: Write as if you are speaking to a friend. Use "I" and "you," ask questions, and use friendly greetings. Simple, heartfelt language will resonate more than corporate jargon.
• •Highlight the Origin: Frequently mention "Patagonia," "Chile," and "100% sheep's wool." This grounds your brand in a specific, authentic place and emphasizes the natural, high-quality materials you use.
• •Be Visually Consistent: Ensure your photography and videography always match your brand's warm, rustic, and clean aesthetic. The visuals are a crucial part of your copywriting, setting the tone before a single word is read.

Social Perception

Positive, perceived as authentic and trustworthy, with strong alignment to the valued movement of preserving and promoting traditional Chilean handicrafts. Customers admire product aesthetics and quality, and customer service is praised.

Copy Examples

• •From the heart of Patagonia to your home. ✨ Each little fox is handcrafted with 100% sheep's wool, patience, and a whole lot of love. No two are exactly alike, making this a truly unique piece of art to warm up any corner. Looking for a special gift? Send me a DM! #ArtesaniasLiliana #HechoAMano #VellonAgujado #PatagoniaCrafts #WoolArt
• •Headline: Discover the Magic of Wool Crafting! Body: Feeling stressed? Unleash your creativity and find your calm in our wool felting workshop. Join me, Liliana, for a cozy afternoon where you'll learn to create your own beautiful wool figure from scratch. No experience needed—just a desire to make something with your own hands! Limited spots available. Click "Learn More" to book your session. #TalleresDeVellon #CraftTherapy #HandmadeChile #Artesania
• •I'm Liliana—a mom, wife, and artisan whose hands are rarely still. Here in my Patagonian workshop, surrounded by mountains and sheep, I pour my heart into every creation. For me, 'artesanía' is more than a product; it's a story of dedication, a piece of our culture, and a celebration of unique, handmade quality. Thank you for being part of this dream.
• •The quiet moments where the magic happens. ✨ Each piece is a journey of patience and passion. #BehindTheScenes #WoolCraft #SlowLiving #MadeWithLove
• •Subject: Just In: New Friends from the Flock! Body: Hello [Customer Name], I'm so excited to share my latest collection of handmade wool figures with you! Inspired by the rich forests of southern Chile, these new pieces are crafted with the same love and 100% natural sheep's wool you know. Perfect for gifting or adding a touch of handmade warmth to your space. Explore the new collection before it's gone!